This session will start by highlighting a statewide campaign that has been successful over time in reaching broad constituents. Market research was used to identify barriers, develop messages that motivate specific audiences, and perform pilot tests. We will also discuss innovative methods to track how change occurs in the marketplace, particularly through social media and social networking sites (such as MySpace and Facebook) and user-generated content sites (such as blogs, Wikipedia, YouTube, and Flickr). These channels are critical not just for accessing customers with our messages, but also for letting consumers tell us how they think and behave.